旅游企业社会责任对目的地形象及游客忠诚的影响研究

在旅游市场竞争日趋激烈的背景下,由旅游企业经营所引发的社会责任问题受到广泛关注,但学界关于旅游企业社会责任的影响研究还不够系统和深入.文章将旅游企业社会责任划分为6个方面,将目的地形象划分为认知形象和情感形象两个方面,并构建了旅游企业社会责任对目的地形象及游客忠诚的影响模型.实证研究表明,旅游企业社会责任在目的地形象及游客忠诚形成中发挥非常重要的作用,其中,经济责任、环境责任、游客责任、员工责任和法律责任对认知形象有正向影响,游客责任、员工责任和慈善责任对情感形象有正向影响;认知形象和情感形象不仅对游客忠诚产生直接影响,而且通过游客满意对游客忠诚产生间接作用.相比认知形象,情感形象对游客满意和忠诚的影响作用更大.     

论旅游目的地联合营销的理论基础及其对中国的启示

时于以旅游经济为支柱的地区来说,目的地营销一直是一项极具挑战性的任务.联合营销可能为目的地旅游组织解决这一挑战提供有效的路径.本文以组织关系理论为基础,探讨和阐述旅游目的地联合营销的先决条件、动机成因、合作过程和预期成果,并对其理论和实战两个层面的影响进行阐述.     

Is It Difficult to Market a City as a Convention Destination?

Abstract

Convention tourism is a very lucrative form of tourism and is becoming one of the fastest growing sectors in the tourism industry. Greece, a traditional tourist destination worldwide, has not developed its convention sector satisfactorily. This paper presents the outcome of a small scale qualitative research in the form of in-depth interviews with six experts of organizing meetings and conventions, which were undertaken in order to explore the potential of Thessaloniki as a convention destination by assessing its strengths, weaknesses, opportunities, and threats. The results revealed that Thessaloniki has a potential to develop this special form of tourism and ameliorate the low tourist inflow. However, it is a difficult task, mainly due to the lack of cooperation among the city's stakeholders.     

经济驱动型城市的旅游发展模式研究--以广东省东莞市为例

有别于一般地方以旅游资源开发、旅游产品推陈出新为主的传统发展模式,东莞旅游发展所走的道路是先建酒店、后建景点;先出游、后进游;先积累、后发展;先无意、后有意的经济驱动型城市旅游发展的新模式。经济的快速发展。使东莞完成了资金的原始积累,有了自我发展的实力和基础。同时,伴随着自身产业结构调整、地方产业高级化发展、营造自身区域竞争力和培育新的经济增长点的要求,以及对旅游作为新兴产业认识水平的逐步提高,使东莞有能力在一个更高的起点上投入旅游业的发展。从而实现了东莞旅游业的飞跃性发展,为国内其他发达地区的旅游发展提供了新的借鉴和参照。     

Strategies for building diverse tourism advocates

Informed by co-management theory this study revealed strategies destination marketing organizations can utilize to develop and engage a diverse set of advocates. Interviews were conducted with 31 destination stakeholders to measure their level of understanding of tourism's role in economic development, value in the community, and their intention to advocate for tourism. Strategies for stakeholder development revealed in this study indicate destination marketing organizations need to expand partnerships throughout the community, improve and personalize communication strategies with advocates, tell a more nuanced story showcasing how tourism contributes to residents' quality of life, and specify advocacy asks with actionable information for tourism advocates. By implementing these strategies destination marketing organizations can educate and empower a diverse set of advocates to limit negative policy impacts on the tourism industry.     

夏威夷对海南国际旅游岛可持续发展的启示

海南素有“东方夏威夷”之美誉,值此国际旅游岛建设之际,借鉴夏威夷旅游业开发的成功经验将有事半功倍之效。文章将夏威夷可持续发展的经验系统地归纳为六大要素构成的“飞机式模型”：“政府与市场的中间道路”为机头,是旅游目的地发展的动力源;“可持续发展原则”是尾翼,起平衡作用;“保护本土文化”和“让当地人受益”为飞机主体,是旅游发展的根基;“创新”以及“基于数据的科学决策”是飞机的两翼,为旅游目的地长期发展提供上升的力量。文章重点归纳夏威夷在六大领域的主要工作,并分析了海南的差距以及对其今后发展的启示。     

Liberalizing Nirvana: an analysis of the consequences of common pool resource deregulation for the sustainability of Fiji's surf tourism industry

In July 2010, the Fijian government issued a decree that liberalized Fiji's surf breaks and deregulated its surf tourism industry. It did this by canceling licenses that granted resorts exclusive use of surf breaks based on indigenous customary ownership of foreshore and fringing reef fishing areas as common pool resources. This paper analyses the sustainability of surf tourism in Fiji, utilizing a developing framework for sustainable surf tourism. Based on broader sustainable tourism theory and empirical research, the framework considers (1) the impact of economic neo-liberalism, (2) the need for coordinated planning and limits to growth, (3) the advantages of systematic attempts to foster cross-cultural understanding, and (4) the social benefits associated with the development of surfing at the village level. The study found that a lack of regulation is compromising the sustainability of Fiji's surf tourism industry in each of these four dimensions. However, evidence of a growing acceptance of the need for regulation by most stakeholders offers a starting point for a transactive, participative process to find solutions. A fifth element to the framework is recommended for future analyses based on the need for surf tourism to contribute to poverty alleviation in destination communities.     

Applying diffusion theory to destination stakeholder understanding of sustainable tourism development: a case from Thailand

The concept of sustainable tourism development is widely considered to be necessary for successful tourism development, but there is uncertainty over destination stakeholders’ understanding and thus ability to implement the concept. Utilising diffusion theory, this paper explores the diffusion of the sustainable tourism development concept among stakeholders in the tourism destination of Kret Island, Thailand. The primary data collection involved semi-structured, in-depth interviews undertaken with 10 local government authorities and 45 local residents, and data were analysed using content analysis. Interpersonal communication was the key channel for the concept's diffusion, and the involvement of opinion leaders, change agents and social networks in this diffusion was explored. Many local residents were laggards in the diffusion of sustainable tourism development thinking in comparison with local government and local opinion leaders. It is argued that both interpersonal and media communication and the identification of key actors in the community are needed to effectively diffuse sustainable tourism ideas among destination stakeholders. The results validate the use of diffusion theory as a means to understand the transfer of the sustainable tourism development concept among stakeholders, and they also provide information useful for the design of information dissemination programmes.     

Sustainability Indicators for Small Tourism Enterprises – An Exploratory Perspective

Despite the numerical dominance of small tourism enterprises (STEs) in many destinations, little is known about their role in helping destinations progress towards sustainability objectives. The a priori assumption is that, by being small and locally owned, these enterprises automatically contribute to sustainable tourism development. This paper argues that to test this assumption, relevant indicators of sustainability (ISTs) should be developed. In contrast to destination and community ISTs, which are often stakeholder driven, the indicators developed here take an unconventional but not unprecedented approach, drawing on published frameworks and peer-reviewed case studies. The methodology of this approach has been made explicit so that potential users and researchers can assess its value and build upon it. A list of indicators that emerge from the process, covering the four broad sustainability dimensions, is given, which can be used in assessing the STE's progress towards a destination's long-term sustainability goals.     

Travel and Tourism Education in Thailand

SUMMARY

The main principles of the tourism policy as established by the Ministry of Tourism and Sports during 2003–2006 is to develop Thailand to be Tourism Capital of Asia within 3 years starting from 2004 to 2006. To achieve the ambitious government target, the success of any tourism development strategy will be determined to a large extent by human resources, which can deliver efficient, high quality services. The travel and tourism education in Thailand at an undergraduate level was offered in the Faculty of Commerce and Accountancy, Chulalongkorn University in 1955 under the Bachelor of Commerce Degree with a major field of study in “Travel Management.” Prince of Songkla University (PSU) brought the concept of community college from the U.S.A. to put into action by setting up Phuket Community College by offering 2-year diploma program in Hotel and Tourism Management to meet the staff requirement of tourism industry in Phuket in 1977. The findings of 'Baccalaureate and Graduate Degrees in Tourism and Hospitality Studies in Thailand: The Current Situations, Problems and Future Development' studied by Chaisawat (1997) and Chaisawat (2000) found that the situation of the universities/institutes that offered programs in hospitality and tourism had changed with a lot of quantity improvement in terms of institutions, number of staff, and number of input/output students as well as research projects. But the very important issues that relate directly to the quality of graduates, problems and constraints running in the hospitality/tourism programs still existed. The National Economic and Social Development Board (NESDB) (2004) did an in-depth study of the labour force situation among middle- and high-level personnel within the tourism industry in order to increase productivity and capability of the national competitiveness. Chaisawat and Boonchu (2005) did another study on Baccalaureate and Graduate Degrees in tourism and hospitality studies in Thailand in 2003. Both studies also found that the quantity of graduates from the educational institutions was sufficiently to serve the demand of the industry. However, there were problems in terms of quality since graduates' qualifications were not up to the standards required by the employers. Finally the paper recommended that Thailand should be positioned as a centre for hospitality and tourism studies and training, locating at major tourism destinations. In terms of strategic implementation of tourism development, tourism educations and training institutions should play the catalyst and coordinating roles with the stakeholders in each region or destination.     

A Cautionary Tale of a Resort Destination's Self-Inflicted Crisis

SUMMARY

Rotorua was New Zealand's first tourism destination, rising to prominence a hundred years ago on the back of the central government's vision for a South Pacific spa to rival those of Europe. Government resources were used to develop and support Rotorua's infrastructure and tourism industry, like no other in the British Commonwealth, for the best part of the 20th century. By the 1980s however, Rotorua's tourism industry was in a crisis, and it is posited that the crisis was largely self-inflicted. The paper provides an historical summary of key events leading to the crisis, and subsequent efforts to regain destination competitiveness through a public-private partnership. Written from the perspective of the CEO of the destination's inaugural regional tourism organisation charged with co-ordinating the marketing response to the crisis, the case provides a cautionary tale of how one destination's success as a destination has risen, fallen and risen in line with government intervention.     

旅游绅士化:概念、类型与机制

在全球化背景下,旅游业愈益成为城市经济发展、竞争力提升的重要战略手段.在许多城市出现了投资较高、规模巨大的旅游休闲娱乐项目,这些大型旅游项目往往都与城市更新与改造紧密相关,深刻地影响着城市社会、经济、文化等各个方面,并逐渐形成一种旅游绅士化倾向,即通过大型旅游和娱乐项目开发而引起的城市中某些地域的重新建设,从而使其周边邻里地区发展成为富裕、独立区域的社会现象.本文依据依托物的不同,提出了3种旅游绅士化类型,借鉴旅游地生命周期理论,划分了旅游绅士化发展的4个阶段,并且分析了在全球与地方互动环境下,地方政府、房地产开发商在旅游绅士化中的作用机制,以及大型旅游休闲娱乐项目在重塑地区旅游和休闲娱乐环境中的重要角色.     

文化旅游创新体系的结构与性质研究

如何提升创新能力是中国旅游业实现产业转型和升级需要解决的关键问题.因为旅游业产业结构的复杂性,所以产业内部创新行为的表现形式也会有很大差异.文化旅游创新主要不是技术创新,而是要以文化创新为基础,达到旅游的创新与发展.文化旅游创新体系在结构和运行机制上都体现为文化与旅游融合的二元复合体系,具有创新目标与成果的双重性、二元核心创新主体、双重价值导向,是双重核心模式.鉴于此,应注意文化创新和文化旅游产品创新的差异,建立协调市场机制和公共管理机制的创新管理体制,充分发挥旅游地居民与旅游企业的积极性.     

中国旅游地理学研究转型与国际化对比

大众旅游时代,中国旅游业发展正进入重大变革期和调整期,这要求我们要立足中国旅游业基本国情,重新审视中国旅游地理学研究转型问题。文章认为,中国旅游地理学研究国际化是重要趋势,这种国际化也在一定程度上推动着研究本土化进程。中国特色旅游地理学研究在总体方向上要扎根于旅游产业重大需求实现转型,在研究对象上,从典型旅游地研究向国土游憩空间优化研究拓展;在研究重点上,从旅游要素研究逐步向旅游地复杂地域系统过程模拟与预测研究转型;在研究范式上,更加从现有理论研究和规划实践的脱节向“理论研究—规划实践—政策应用”的有效链接提升。在此过程中,国外旅游地理研究可为中国旅游地理学研究提供重要借鉴参考。     

The destination competitiveness of Kinmen's tourism industry: exploring the interrelationships between tourist perceptions,service performance,customer satisfaction and sustainable tourism

Based upon an empirical investigation, the study draws upon the responses of 1623 tourists in Kinmen to explore the notion of destination competitiveness and how it is related to customer satisfaction with tourists’ perceptions, service performance and destination competitiveness. It also considers the question of destination competitiveness and sustainable tourism development. Variables such as tourists’ pre-visit perceptions, post-visit satisfaction toward destination attractions and resources, willingness to recommend and revisit, and competitiveness with foreign destinations are tested. The results of the study suggest that there is no correlation between tourists’ overall satisfaction and destination competitiveness. Implications of the study outcome illustrate that a destination's unique tourism characteristics can be the most important variables for destination competitiveness. In Kinmen's case, battlefields, historic relics, beautiful scenery and travel security gave it a competitive edge, despite high prices. In addition, developing the destination's brand image was found to be critical for tourism marketers and authorities in the context of increasingly global tourism competition.     

培育节庆活动 营销西部旅游目的地

随着旅游业的发展，旅游目的地竞争越来越激烈，目的地形象的塑和推广成为竞争的重要手段。节庆活动既是目的地形象的载体，又是形象传播最有效的方式之一，对西部旅游目的地营销有着特殊重要的意义。西部旅游目的地要从实际出发，培育有西部特色的节庆活动，同时要注意以下问题：节庆活动规模和参与度；节庆活动的形式和内容；国际体育旅游活动的开发；提高服务水平。     

Critical Success Factors for Business Tourism Destinations

Abstract

Business tourism is a highly lucrative but competitive sector of the tourism industry which has led many destinations to implement strategies and invest in infrastructure and human resource developments. National and regional capital city status gives additional kudos to a destination. This paper presents critical success factors for business tourism destinations developed from four case studies of successful UK business tourism destinations through stakeholder interviews and explores how Cardiff should exploit its national capital city status to support its business tourism offer. The critical success factors for business tourism destinations include: leadership; networking; branding; skills; ambassadors; infrastructure; and bidding. These will inform an action plan to develop and shape Cardiff's business tourism offer and position Cardiff amongst the UK and Europe's major business tourism destinations.     

出境旅游需求的影响因素--兼论发展中经济体与发达经济体的异同

根据微观经济学的需求理论,结合相关研究进展,文章构建了包括基本经济因素（收入和相对价格）、对外开放度、旅游业发展水平、人口统计特征、突发事件等变量在内的出境旅游需求模型,以74个国家/地区1995—2013年的数据为样本,分析了发达经济体和发展中经济体出境旅游需求影响因素的总体特征与异同。结果表明,收入和价格是影响出境旅游需求的决定性因素,对外开放度、旅游业发展水平、人口统计特征及突发事件等其他因素对出境旅游需求同样具有一定的影响。其中,收入、价格以及产业发展水平对发展中经济体出境旅游需求的影响作用相对更大,而对外开放度和人口统计特征（就业水平、年龄结构和受教育水平）对发达经济体出境旅游需求的影响更加显著。     

Tourism product development and the changing consumer demand: A case study of Kenya

Kenya is an important tourist destination in Africa accounting for over 6% of the total international tourist arrivals to the continent. However, in recent years Kenya's tourism industry has been experiencing problems of poor performance and continuing decline in the number of international tourist arrivals. This study examines the main characteristics of the country's tourism product vis‐a‐vis the changing trends in global tourism market demands. It is argued that the underlying cause of the recent poor performance of the tourism industry relates to the nature of the country's tourism product. Over the years, Kenya has been offering a limited tourism product that is based on beach and wildlife tourism. Also, the marketing of Kenya mainly depends on overseas tour operators who mainly sell inclusive tour packages. Thus, the form of tourism product that is offered by Kenya has not responded to the recent changes and trends in international tourism market demands. Post‐modern tourists, particularly tourists from developed countries, are increasing becoming aware of the negative impacts of mass tourism and are increasingly looking for alternative tourism products that provide a deeper and more meaningful experience. Thus, if Kenya is to rejuvenate its tourism industry there is need for the country to provide a diverse alternative tourism product which is more appealing to the post‐modern tourists.     

Environmental-Economic Measures of Tourism Yield

A focus on ‘tourism yield’ is an important aspect of business strategies to maintain and enhance destination competitiveness. Ideally the notion of ‘tourism yield’ should include tourism's environmental and social value to a destination in addition to economic value. This paper attempts to develop measures of economic and environmental yield. It first describes how measures of economic yield may be estimated and presents results for Australian inbound tourism. Environmental yield estimates are then developed for the same visitor markets. A hybrid approach is employed, combining input-output analysis with an onsite audit for tourist accommodation. The relevant environmental impacts include those on energy use, water use, greenhouse gas emissions and ecological footprint. The findings reveal that, for some inbound markets, simultaneous achievement of relatively high economic and environmental goals is not possible, and that economic-environmental tradeoffs may be necessary. The results have implications for all destinations which use notions of ‘tourism yield’ to inform their marketing strategies.